The Last Impression is Lasting

We are a society that loves firsts: first place, first kisses, first apartment, being first in line, first to adapt, the list goes on. What about last? It’s not quite as exciting to be in last place, last in line, or last to the party. It seems natural then, that marketing efforts focus on first. The power of a first impression cannot be refuted. It is incredibly important to setting the stage and justifying value.

Equally important is the last impression we make. People remember most your last point of contact. What is the last thing a resident experiences from your company/community? A bill? You waving from the office? The dead shrub at the back entrance? Think of it like a book - the cover page, the pages in between and the back cover. The cover visually attracts and serves to create the vision and lifestyle expectation. The pages contain the story, or the living experience. The last lines and the back cover summarize and reinforce the book’s quality and content, and leave a firm impression on the reader.

Have you given as much thought to the last impression as you have the first? Don’t let another day go by without determining your strategy to deliver. What is the last thing you want your residents to remember about you after they say "goodbye"?